Crafty Dan


It’s nice to be taking the Americans on at their own game and reclaiming our brewing heritage.

– Myles Pinfold, Founder, WPA Pinfold

If there’s one thing the creative community can appreciate about the recent explosion of craft beer, it’s that beer label designers have really upped their game! To hip beer drinkers to its use of bolder American hops and malts in its original brewing recipes, centuries old English brewer Thwaites turned to WPA Pinfold to create an appropriate packaging for their Crafty Dan line.

“The 13 Guns design celebrates the formation of the United States of America,” says WPA Pinfold Founder Myles Pinfold by way of example, “with classic illustration and typography – symbolizing the craftsmanship and attention to detail that has gone into the brewing process, whilst the overall look is clean and fresh, which perfectly reflects the beer itself.

“The designs have roots in traditional [scratchboard] illustration style, with a contemporary edge that resonates with the graphic style for craft beers in the USA. Each design has a clear definition of its beer style, and supporting copy emphasizes the more challenging ingredients and flavors.”

Opting to process build the non-standard cream background of the Avery labels, careful attention on press was needed to ensure a balanced imprint. The labels were then sealed with a matte varnish. The cherry (or hops) on top? The beautiful raised gloss varnish that accents the labels’ classic illustrations.

Pairing the illustration style with the crafted lettering, this packaging has a clean, contemporary feel to it – one that defines a new future for Thwaites. Cheers!

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Project Details

Title Crafty Dan Beer Labels Client Daniel Thwaites Date January 2014 Design WPA Pinfold Myles Pinfold, Helen Hartley, Heather Armer Print Multiprint Labels Ltd
Dublin, Ireland
Paper Avery Dennison AI258 Fasson PP Light Top White S517N-PET30

Production Details

Dimensions Label: 68 x 94mm
Neck: 75 x 25mm
Print Quantity Ongoing Production Time 2 weeks Printing Method Lithography Number of Colors Triple C + Big Ben: CMYK
13 Guns: 3 colors
Finishing and Binding Raised screen gloss varnish and matte varnish




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